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Global Media Intelligence 2020: India

Key Features

Digital devices claim the bulk of media time for internet users in India, but adoption of several devices is reaching a plateau, at least in the short term.

  • Many internet users in India were mobile-first, and mobile phones are now central to media experience in the country. Fully 96.0% of internet users ages 16 to 64 owned a smartphone in H1 2020—a figure unchanged since H1 2019. In addition, one in 10 respondents had a feature phone. Time spent with mobile devices averaged 3 hours, 37 minutes (3:37) per day, 1 minute more than in 2019.
  • Last year, 72.7% of respondents owned a desktop or laptop, according to GlobalWebIndex. By H1 2020, however, it seems that PC ownership may have already peaked; just 54.2% of internet users owned a PC. Tablet penetration also declined year over year, from 24.5% to 22.3%—though ownership remained higher among older and more affluent respondents, and among females. Time spent with PCs and tablets fell sharply, from 3:37 to 2:52. Social networking accounted for the third-longest period of media engagement daily, at 2:36.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
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